Apple is holding its Spring Forward media event right now, and Tim Cook just dropped the first bombshell. Apple's set top box, the Apple TV, is getting a price cut and new content. The Apple TV is now going to cost just $69, down from $99, and it will offer subscription access to HBO Now.
As the rumors suggested last week, HBO Now will cost $15 a month. It's scheduled to launch early next month (just in time for the Game of Thrones season premiere), Anyone who subscribes in April will get a month free.
HBO Now will only be available on Apple devices (including iPad, iPhone, and Apple TV). It should also be available on your PC (according to the press release). But there's no mention of Android (which could be explained away by technical issues) or any mention of other set top boxes like Fire TV, Roku, or Android TV (which could not).
Let's hope HBO is planning to expand HBO Now's reach, otherwise the service won't be a whole lot more useful than not having it at all.
Update: And I think they will expand HBO Now. From Buzzfeed:
According to an HBO spokesperson “the exclusive agreement with Apple is for 3 months among new digital distributors.” To clarify: that means Apple has the exclusive for new digital distributors, which means other partners like Verizon or Comcast could also be there. Per the spokesperson: “we are still talking to all MVPDs and they could be there at launch.”